About Us


The Sponsorship Marketing Council Canada was created in 2004 to drive advancements in the field of sponsorship marketing. Our mission is to help brand marketers, agency partners and sponsorship properties unleash the power of sponsorship marketing through education, collaboration and access to best practices in the industry.

The SMCC was born out of an original partnership with the Association of Canadian Advertisers (ACA) and since then has organized as an independent non-profit to serve the dynamic and growing sponsorship industry in Canada. The SMCC underwent a brand refresh to differentiate itself from its previous identity, including the development of a new logo and a redesigned website. The new logo was chosen to bring to life the SMCC as contemporary, exciting and fresh, yet professional and timeless.


By increasing the level of professionalism and relevance of sponsorship marketing, our goal is to prove that sponsorship marketing can increase passion for brands and drive business performance. We aim to be the objective, “go-to” organization for Canadian sponsorship professionals and become an indispensable partner in their pursuit of sponsorship excellence.


Increase awareness of the importance of sponsorship marketing as a key driver of brand passion and business performance;

Become the “go to” organization for Canadian sponsorships. Set industry standards of practice, provide meaningful research and educate members on best in class methods;

Create a body of knowledge that will improve the confidence in the power of sponsorship marketing as an accountable marketing communications investment;

Be the connector for industry professionals through member to member engagement, collaboration and networking;

Encourage the development of measurement tools and metrics to better define sponsorship marketing's return on investment;

Introduce education programs to support the development and dissemination of best practices; and

Celebrate the discipline's best work through a dedicated awards program.

Association activities include the organization of virtual and live (national and regional) seminars and workshops, and an annual conference. Other activities include advocacy for matters related to sponsorship marketing, member communications, organization of membership activities through networking events, the Sponsorship Marketing Awards, and sponsorship marketing courses.

The Association presently has over 150 member organizations throughout Canada, most of which are located in the Greater Toronto Area, Vancouver, Calgary and Montreal.

The SMCC continues to support its growing membership with educational learning opportunities through its regular virtual and live events. These monthly keynotes, panels and roundtables are designed to showcase bestinclass sponsorship marketing case studies, thought leadership and achievements as well as to give members the opportunity to network.

Membership in the SMCC is open to advertisers; marketing communications agencies, consultants and suppliers; and owners of sponsorship properties.


The SMCC is a registered non-profit association. Its governance comprises a Board of Directors, including an Executive Committee. The SMCC employs an Association Management Company to oversee membership, accounting and general operations. 

View the SMCC By-laws.